Social Media and Display Advertising
Social and display advertising puts your message in front of people who are not searching for you yet. I plan and manage these campaigns so audience, creative and landing page work as one system, measured against goals you set.
Social media and display advertising is the paid reach side of a campaign: the ads people see in their feeds and across the web before they ever search for you. I have run this work from both sides of the table. Early in my career I held agency media roles and later ran social and display programs in-house at UnitedHealth Group, where I defined the KPIs and reported the results.
I treat a paid social or display campaign as a set of decisions rather than a media buy. I work out who the audience is and what they already believe. I define the single action the ad needs to prompt. I check the landing page that receives the click and whether it is built to convert. I set the definition of success and the tracking that proves it. Those answers are written down before budget is committed, so targeting, creative and measurement all point at the same goal.
Most of this work happens with the teams you already have. I write the creative brief and the landing page requirements, then hand them to your designers, writers and developers with acceptance criteria attached. At UnitedHealth Group I directed creative services and ensured healthcare content met regulatory, risk and security standards, so review cycles are planned into the schedule rather than discovered at launch. Where there is no in-house designer, I can produce simple ad variations in Canva so testing does not stall.
What this work produces
Audience and Channel Plan
A written plan naming each audience segment, the social or display placement that reaches it, the message it should see and the budget split. The reasoning is recorded so the plan can be revisited.
Creative Briefs
One brief per campaign for designers and writers, covering the objective, audience, offer, required ad sizes and formats, copy limits and brand rules. It also lists the review steps each asset must clear before launch.
Landing Page Requirements
A requirements document for the page each ad sends people to: the headline and offer that match the ad, the form or action and the tracking parameters. It ends with the acceptance criteria a developer builds against.
Tracking and Naming Conventions
A UTM structure and campaign naming scheme applied to every ad, plus conversion events defined in Google Analytics or Adobe Analytics. Each click and lead can then be traced back to its placement.
Build and Launch Checklist
Campaigns built in Google Ads and your social ad accounts, each checked against a pre-launch list. The list covers targeting, budget caps, destination links, tracking and sign-off before anything goes live.
Performance Readouts
A dashboard and a regular written readout that show spend, reach, clicks, cost per lead and conversions by audience and placement. Each readout recommends the next round of changes and gives the reasons.
How a campaign comes together
Define the audience and the ask
You and I agree on who the campaign needs to reach, what they should do after seeing it, and what a result is worth. Then I set the KPIs and the baseline.
Plan placements and creative
I choose the social and display placements that reach that audience, split the budget across them, and write the briefs for creative and the landing page.
Build, check and launch
I set up the ads, audiences and tracking in the ad accounts. I test the whole path, from impression to form submission, before you approve the campaign to go live.
Optimize and report
I review performance on a set cadence, shift budget toward the audiences and creative that convert, retire what does not, and report the changes and their effect.
Where this comes from
Early in my career I held agency media roles, as an SEM and online media specialist at Colle+McVoy and a digital media planner at FRWD@Bain. At UnitedHealth Group I developed and managed digital programs across email, social, display, SEO and SEM. I defined the KPIs and reported performance through Google and Adobe Analytics, directed creative services and kept healthcare content within regulatory, risk and security standards. More recently I have prioritized multichannel campaigns for awareness, leads and conversion at Bio-Techne and built campaign landing pages as a consultant.
See my experienceOne of the many things that stands out about Brittany is her great work ethic. Brittany stays on top of all tasks in front of her and takes the time to ensure that things are done right the first time. She doesn't shy away from a challenge and makes sure all of her work is in the very best interest of the client.
Social Media and Digital Marketing Professional
Worked on the same team
Frequently asked
Do you manage the ad accounts or just plan the campaigns?
Both, depending on what your team needs. I can plan the campaign and hand the build to your in-house or agency team, or set up and manage the ads in Google Ads and your social ad accounts myself. Either way I own the plan, the tracking and the reporting so results are read the same way throughout.
Do you produce the ad creative?
I brief and direct the creative, and I can build simple ad variations in Canva myself. For campaigns that need a full creative set I work with your designers or agency. I give them the sizes, formats, copy limits and review steps up front so the first round comes back close to final.
How do you handle ads in a regulated industry?
I plan the review cycle into the campaign schedule from the start. I did this for healthcare content at UnitedHealth Group, so approvals are built into the timeline rather than added at the end. Each brief lists the claims and disclaimers an ad must carry, and nothing goes live without documented sign-off.
How is this different from your multichannel campaign management service?
This service covers the paid social and display channels specifically: audiences, placements, creative, tracking and optimization. Multichannel campaign management is the layer above it, coordinating email, search, social, display and events into one program with shared goals and a single calendar. If social and display are the channels you need help with, start here.
Related services
Multichannel Campaign Management
A campaign only works when every channel points at the same audience, the same offer and the same page. I plan, launch and run multichannel campaigns so your email, search, social and display behave as one program with one set of results.
Learn moreLead Generation Programs
A lead generation program is more than a form on a page. I design the offer, the capture path, the tracking and the handoff to sales as one system, so the leads you count are leads your team can actually work.
Learn moreLanding Page Optimization
A landing page has a single job. I plan, build and improve campaign pages so the visitor who arrives from an ad, an email or a search result finds the offer they expected and a clear next step.
Learn morePlan your next social or display campaign
Tell me who you need to reach and what you want them to do next. I will come back with a view on whether paid social and display fit the goal, and what a plan would include.